Impact of Plain Cigarette Packaging on Smokers' Perceptions
Author Information
Author(s): Wakefield M A, Germain D, Durkin S J
Primary Institution: Centre for Behavioural Research in Cancer, The Cancer Council Victoria
Hypothesis
Smokers will rate an original branded pack more positively than their plain pack counterparts, and that plain packs with progressively fewer brand-associated elements will be rated more negatively.
Conclusion
Plain packaging policies that remove most brand design elements are likely to be most successful in removing cigarette brand image associations.
Supporting Evidence
- Plain packs with fewer branding elements are perceived unfavourably by smokers.
- Smokers rated plain packs as less attractive and less popular.
- Plain packaging may increase the salience of health warnings.
Takeaway
This study found that cigarette packs with less branding are seen as less appealing by smokers, which could help reduce smoking.
Methodology
A 3 (brand types) × 4 (degree of plain packaging) between-subject experimental design was used, exposing adult smokers to different cigarette pack designs and collecting their ratings.
Potential Biases
The internet method of survey administration may have allowed some smokers to seek input from others, potentially affecting responses.
Limitations
The study used an 11-point response scale that produced an irregular response distribution, and the sample may not be representative of the general population.
Participant Demographics
62% female, 81% aged 30 or older, varied educational attainment, and socio-economic status based on Australian Bureau of Statistics norms.
Statistical Information
P-Value
p<0.05
Statistical Significance
p<0.001
Digital Object Identifier (DOI)
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